STORE DESIGN

FRONTAGE &
ENTRANCE
DISPLAY SPACE
HEALTH &
SAFETY
STORE
DESIGN
STORE THEME
LOCATION
PARKING
ACCESS
MERCHANDISE
MIX
TARGET
CUSTOMERS
BUILDING &
ARCHITECTURE
ELEMENTS OF A STORE DESIGN
Exterior Store design
First impression
Image of the store is projected
Store marquee [first mark of identification of the retailer or the
store]
Store frontage


Interior Store design
SPACE
PLANNING
LAYOUT
ATMOSPHERICS
& AESTHETICS
INTERIOR
STORE DESIGN
Space Planning
Determines space available for selling and storage
Location of various departments
Location of various products within the department
Location for impulse products, seasonal, specific merchandising needs
Relationship of space to profitability
Right footfall at the right place but in large numbers
Retailers may create area within the store where similar products
may be placed together [shop interior, anchor area or niche]
Retailers may also place interlinked products together

Atmospherics & Aesthetics
Atmospherics
It is the design of an environment, with the help of visual
communications, lightings, color, music, scent to stimulate customer
responses
Aesthetics
This takes into account factors such as the actual size of the store, the
colours, textures etc to create a particular look
Texture deals with the look and the feel of the materials
Every material possess a texture


Atmospherics & Aesthetics
Fixtures
They are used for storing and displaying merchandise
They may be floor or wall fixtures and may be made of glass, steel, wood etc
They may be table, racks, stands,
shelves, gondolas etc
They should be flexible


Atmospherics & Aesthetics
Flooring & ceilings
They both work together in creating an image
Ceiling house the ac and lighting
Lighting is very important so that merchandise is shown in the right
manner
A store may use different type of flooring depending on the type of
image or products it display
Atmospherics & Aesthetics
Graphics & Signage's
They inform customers about the merchandise, price, promotional
offers also give direction
When used in a store window they can compel the customers to enter
Graphics within the store can be classified into
Theme graphics
Campaign graphics
Promotional graphics


Atmospherics & Aesthetics
Graphics & Signage's
Signage's can be:
Merchandise related
Directional
Instructional
Courtesy
Store directory
Fast food restaurants are the best users of graphics and signages




Store Layout
Store layout is the manner in which the merchandise or products have been
arranged in a retail store
An ideal layout strikes the balance between merchandise to be displayed and
productivity
It is meant to aid the movement and flow of customers so that they move
through the entire store
Decompression zone or transition zone
New environment
Merchandise at entrance is lost
Customer needs time to adjust
High demand merchandise should be placed at the rear end of the store














Types of Store layouts
I. GRID LAYOUT
Rectangular with parallel aisles
Control traffic flow
Uses selling space efficiently
Little space is wasted, usually economical to install and maintain
Produce maze effect as it constrains the customers
Gives maximum exposure to merchandise
Used in supermarket/ self-service, discount stores/ retailers of fast-
moving products
GRID LAYOUT
GRID LAYOUT
Types of Store layouts
II. Free form
More unstructured flows of store traffic
Informal
Irregular store pattern and creates friendly environment
Visually appealing and encourage browsing to products
Flexible, customers can draw to areas as interested in
Less intensive use of floor space, costs are usually higher unless careful
co-ordination is made
Used in Fashion stores, cosmetic stores



FREE FORM LAYOUT
Types of Store layouts
III. Boutique Layout
Divide stores in the form of individual specialty areas
Can cater for specific customers requirement
A result of concession (shops within shops)
Not much economical use of space
Allow more complete orientation of design with its own theme
Used in medium to large department stores



BOUTIQUE LAYOUT
DIAGONAL FLOOR LAYOUT
Some More Layouts
e.g. Self service
ANGULAR FLOOR LAYOUT
Some More Layouts
e.g. High-end specialty stores
Store Layout - Examples
IKEA
According to Alan Penn, Director of the Virtual Reality Centre
for the Built Environment at University College London,
Ikea's strategy is similar to that of out-of-town retail parks - keep customers
inside for as long as they can.
'In Ikea's case, you have to follow a set path what is effectively their
catalogue in physical form, with furniture placed in different settings which is
meant to show you how adaptable it is,' he said.
'By the time you get to the warehouse where you can actually buy the stool
or whatever's caught your eye, you're so impressed by how cheap it is that
you end up getting it.
IKEA
While its stores have short-cuts to meet fire regulations, shoppers find the
exits hard to spot as they are navigating their way through displays of flat-
pack furniture, he added.
'Also you're directed through their marketplace area where a staggering
amount of purchases are impulse buys, things like lightbulbs or a cheap
casserole that you weren't planning on getting.
'Here the trick is that because the lay-out is so confusing you know you won't
be able to go back and get it later, so you pop it in your trolley as you go past.


Ikea's store in Milton Keynes, Buckinghamshire
The Ikea store in Wembley, north London
WALMART

Retailers introduce Indoor Navigation in Apps
About 20% of retail sales are lost because shoppers can't find
items, estimates Nathan Pettyjohn, CEO of Aisle411, an app
with 9,000 store maps.
Home Depot.
With about 40,000 items in its stores, finding them is a common complaint at
the home-improvement chain, says Matt Jones, manager of mobile. Last year,
it added to its app store maps and aisle numbers of searched items. It hopes to
locate items more specifically, but with so many items, accuracy and
consistency from store to store is "a big challenge," he says.
Walmart's app show the aisle number for a majority of items.